In the fast-paced setting of trade shows and industry events, businesses often capture an array of footage to maximize their investment in event video content. While getting random shots of the event can add some visual appeal, there’s a more powerful approach that delivers long-term marketing value: capturing video testimonials from customers, as well as interviews with prospects and partners. Although testimonials and interviews may require some planning and forethought, the returns in engagement, conversion, and customer relationship building make it a worthwhile effort.
The Long-Term Value of Testimonials and Interviews
Video testimonials aren’t just engaging—they’re influential. Studies show that video testimonials increase conversions, with 88% of marketers noting them as one of the most effective content forms for influencing purchases. The credibility of a real person sharing their positive experience can’t be understated; it builds trust by adding a human touch that’s more relatable than a scripted corporate message. Testimonials also yield a high return on investment, with nearly 80% of B2B companies reporting positive ROI from video-based marketing (Wyzowl, Famewall).
The power of these videos extends far beyond the event itself. A well-crafted testimonial video can be used across various marketing channels, from social media to email campaigns, landing pages, and even ad retargeting. Video testimonials on a website can improve its SEO performance and increase organic search traffic by up to 157%. For instance, if placed on product pages, they can boost conversions by as much as 34% (Wisernotify, Influencer Marketing Hub).
Sparking Relationships: A Hypothetical Trade Show Scenario
Imagine capturing a brief on-site interview with a prospect at a trade show. During the interview, they share a specific pain point they’re experiencing and explain why they’re interested in your solutions. By recording this exchange, you now have content that goes beyond a simple follow-up email or brochure; instead, you have a personal connection that you can leverage in future interactions.
After the event, you could send them a personalized follow-up email including the interview snippet and a link to resources that address their specific pain point. By sharing the video, you’re not only reminding them of the conversation but also creating a memorable experience. With time, this relationship could evolve, potentially resulting in them becoming a client as they’ve already begun to see your company as a valuable and understanding partner. This personalized follow-up would be far more effective than a generic outreach, increasing the likelihood of moving the prospect further down the sales funnel.
Maximizing Impact with Planning and Execution
Creating meaningful testimonial and interview content does require more upfront effort than general event footage. However, planning the key questions and considering the types of testimonials that would resonate with your audience can make the process smoother. According to research, 47% of people find video testimonials effective because they showcase real users, helping others visualize how a product or service can fit into their lives (Wyzowl, Famewall).
To streamline testimonial creation, try setting up a comfortable interview space and develop a few prompt questions that encourage subjects to share authentic stories. By focusing on capturing candid, genuine feedback, you can leverage this content in multiple ways, generating continued value long after the event ends.
Conclusion
Video testimonials and interviews with prospects offer a significant edge over random footage by creating trust, driving conversions, and supporting long-term relationship-building. While random footage may serve its purpose in capturing the event’s atmosphere, testimonials and interviews go deeper, telling the story of your brand through the voices of those who matter most—your customers, partners, and prospects. So, the next time you’re preparing for a trade show or industry event, consider investing in high-value content that tells a story and builds relationships that last.